Katie Delahaye Paine

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Information about Katie Delahaye Paine

Published on November 5, 2007

Author: ugaconnect

Source: slideshare.net

Measuring Naked Conversations -- How to Measure Social Media Connect Grady College University of Georgia October 2007 Katie Delahaye Paine CEO [email_address] www.measuresofsuccess.com http:/kdpaine.blogs.com Member, IPR Measurement Commission www.instituteforpr.org

Conversations, by Agnes Nyanhongo

Why Measure Conversations? “ The main reason to measure objectives is not so much to reward or punish individual communications manager for success or failure as it is to learn from the research whether a program should be continued as is, revised, or dropped in favor of another approach ” James E. Grunig, Professor Emeritus, University of Maryland “ If we can put a man in orbit, why can’t we determine the effectiveness of our communications? The reason is simple and perhaps, therefore, a little old-fashioned: people, human beings with a wide range of choice. Unpredictable, cantankerous, capricious, motivated by innumerable conflicting interests, and conflicting desires.” Ralph Delahaye Paine, Publisher, Fortune Magazine , 1960 speech to the Ad Club of St. Louis

“ The main reason to measure objectives is not so much to reward or punish

individual communications manager for success or failure as it is to learn from the

research whether a program should be continued as is, revised, or dropped in favor of

another approach ”

James E. Grunig, Professor Emeritus, University of Maryland

12 signs that this is the end of the world as we know it 12. Unique visitor? Who’s a Unique Visitor? 11. Gatekeepers? What’s a gate keeper? 10. Deadline? What’s a deadline? 9. It’s easier to put my message on M&Ms than it is to get it in to A-list blog 8. 1 $0-budget YouTube video about Brittany Spears will be seen by more people than watch a month Monday Night Football 7. The number of media outlets is growing faster than the American economy and people spend more time consuming media than they do sleeping 6. IBM receives more leads, sales and exposure from a $500 podcast than it does from an entire advertising campaign 5. Employers no longer check references, they check Facebook and MySpace and Shel Israel calls Facebook the most effective business tool he’s ever had 4. Procter & Gamble is “co-creating” all its marketing with its customers 3. Wikipedia is nearly as accurate and just as credible as the Encyclopedia Brittannica and a lot more people use it. 2.Google has replaced the thesaurus, the encyclopedia, the dictionary and my short term memory 1. Measurement is easy

12. Unique visitor? Who’s a Unique Visitor?

11. Gatekeepers? What’s a gate keeper?

10. Deadline? What’s a deadline?

9. It’s easier to put my message on M&Ms than it is to get it in to A-list blog

8. 1 $0-budget YouTube video about Brittany Spears will be seen by more people than watch a month Monday Night Football

7. The number of media outlets is growing faster than the American economy and people spend more time consuming media than they do sleeping

6. IBM receives more leads, sales and exposure from a $500 podcast than it does from an entire advertising campaign

5. Employers no longer check references, they check Facebook and MySpace and Shel Israel calls Facebook the most effective business tool he’s ever had

4. Procter & Gamble is “co-creating” all its marketing with its customers

3. Wikipedia is nearly as accurate and just as credible as the Encyclopedia Brittannica and a lot more people use it.

2.Google has replaced the thesaurus, the encyclopedia, the dictionary and my short term memory

1. Measurement is easy

The 5 immutable laws of 21 st Century Communications There is no market for your message Size doesn’t matter so stop screaming, start listening It’s not how many eyeballs, it’s the right eyeballs Spin is dead, long live transparency Be who you are and see who is pleased Be there when they need you ROI doesn’t mean what you think it does HITS = How Idiots Track Success You must match the measurement tool to your objective She/he who has the most data wins The data is there, you just have to find it You become what you measure It will all change tomorrow

There is no market for your message

Size doesn’t matter so stop screaming, start listening

It’s not how many eyeballs, it’s the right eyeballs

Spin is dead, long live transparency

Be who you are and see who is pleased

Be there when they need you

ROI doesn’t mean what you think it does

HITS = How Idiots Track Success

You must match the measurement tool to your objective

She/he who has the most data wins

The data is there, you just have to find it

You become what you measure

It will all change tomorrow

3 must-have metrics for social media An engagement index Involvement+Interaction+Intimacy+Influence A transparency index What you HAVE to reveal + what you can reveal+ what you don’t have to reveal A relationship index The Grunig Instrument

An engagement index

Involvement+Interaction+Intimacy+Influence

A transparency index

What you HAVE to reveal + what you can reveal+ what you don’t have to reveal

A relationship index

The Grunig Instrument

In the average day, a person consumes the following media: My Space i-Tunes Podcasts E-mail Skype RSS feed Blogs Google ads YouTube video Facebook Search engines Produce placement Traditional print magazine editorial and advertising NPR Word of mouth E-commerce sites Cinema advertising television dram Billboards Bus-sides Street signs Conversations with co-workers

My Space

i-Tunes

Podcasts

E-mail

Skype

RSS feed

Blogs

Google ads

YouTube video

Facebook

Search engines

Produce placement

Traditional print magazine editorial and advertising

NPR

Word of mouth

E-commerce sites

Cinema advertising

television dram

Billboards

Bus-sides

Street signs

Conversations with co-workers

How to measure the impact of all those various communications efforts: 7 Steps to the perfect social media measurement system Define your mission and goals Understand your audiences and what motivates them Define the metrics (what you want to become) Determine what you are benchmarking against Pick a tool and undertake research Analyze results and glean insight Take action, measure again

Define your mission and goals

Understand your audiences and what motivates them

Define the metrics (what you want to become)

Determine what you are benchmarking against

Pick a tool and undertake research

Analyze results and glean insight

Take action, measure again

What do you need to measure? Outputs? Did you get the coverage you wanted? Did you produce the promised materials on time and on budget? Outtakes? Did your target audience see the messages? Did they believe the messages? Outcomes? Did audience behavior change? Did the right people show up? Did your relationship change? Did sales increase?

Outputs?

Did you get the coverage you wanted?

Did you produce the promised materials on time and on budget?

Outtakes?

Did your target audience see the messages?

Did they believe the messages?

Outcomes?

Did audience behavior change?

Did the right people show up?

Did your relationship change?

Did sales increase?

Goals, Actions and Metrics Web traffic to inquiry site Click thrus Ticket sales % aware of your brand % preferring your brand Total opportunities to see brand or message Start blog Add SEO to your press releases Leads/sales % consistency in messaging between external and internal communications Market share Ratio of on-message to off-message quotes Outcome Metric % hearing message % believing message Were they published on time % postings/articles containing one or more key messages Share of positioning on key issues Develop tools and vehicles: Blogger/Speaker training Message consistency Output Metric Action Outtake Metric Goal

Correlation exists between traffic to the ASPCA web site and the organization’s overall media exposure

Strong correlations also exist between online donations and the organization’s overall media exposure

Step 3: Typical metrics For your own blog Engagement index Conversation Index: The ratio of blog comments to blog posts (where applicable) Returning versus new readers Referring source statistics Links from other sites Google PageRank Total time spent on the site The popularity of the content itself, which gets the most views Traffic to unique URLs Sales

For your own blog

Engagement index

Conversation Index: The ratio of blog comments to blog posts (where applicable)

Returning versus new readers

Referring source statistics

Links from other sites

Google PageRank

Total time spent on the site

The popularity of the content itself, which gets the most views

Traffic to unique URLs

Sales

Postings were nearly twice as likely to be positive than negative

The competitive landscape

Step 5: Select a measurement tool A content source: Google News/Google blogs Technorati, Sphere NewsTrak, Cyberalert, CustomScoop, e-Watch BuzzLogic RSS feeds

A content source:

Google News/Google blogs

Technorati, Sphere

NewsTrak, Cyberalert, CustomScoop, e-Watch

BuzzLogic

RSS feeds

Your tool box also needs to include: 2. A way to analyze that content Automated vs. Manual The 80/20 rule Dashboards and other tools Blog body vs. comments YouTube , Facebook & MySpace content

2. A way to analyze that content

Automated vs. Manual

The 80/20 rule

Dashboards and other tools

Blog body vs. comments

YouTube , Facebook & MySpace content

Candidates exposure on YouTube

YouTube activity heats up as primaries approach

Your tool box also needs to include: 3. A way to measure enagement = Involvement+Interaction+Intimacy+Influence InvolvementWebsite visits Time spent Page views Interaction Comments Reviews Intimacy Sentiment Positioning Influence Likelihood to recommend Brand affinity Forwards Links Source: Brian Haven, Forrester Research

3. A way to measure enagement = Involvement+Interaction+Intimacy+Influence

InvolvementWebsite visits

Time spent

Page views

Interaction

Comments

Reviews

Intimacy

Sentiment

Positioning

Influence

Likelihood to recommend

Brand affinity

Forwards

Links

Source: Brian Haven, Forrester Research

Your tool box needs to include: 4. A way to quantify it all Eyeballs: comScore vs Nielsen vs Alexa vs Compete vs Quantcast Web analytics Surveys

4. A way to quantify it all

Eyeballs: comScore vs Nielsen vs Alexa vs Compete vs Quantcast

Web analytics

Surveys

Your tool box also needs to include: 5. A way to measure ROI?? Membership Registrations Donations Sales tracking Marketing Mix Modeling

5. A way to measure ROI??

Membership

Registrations

Donations

Sales tracking

Marketing Mix Modeling

Matching the tool to the objective Clicktrax, Web trends, WebSide Story % increase in traffic #s of clickthrus or downloads Increase inquiries, web traffic, recruitment % aware of or believing in key message % of articles containing key messages Total opportunities to see key messages Cost per opportunity to see key messages Conversation index greater than .8 Rankings % of audience preferring your brand to the competition Metric Survey,Vizu Media content analysis – Dashboards Communicate messages Type pad, Technorati Engage marketplace Survey Monkey, Zoomerang, Increase awareness/preference Tool Objective

Research without insight is just trivia What works, what doesn’t What needs to be done? What are you communicating? What tools work best? Step 6: Analysis

Research without insight is just trivia

What works, what doesn’t

What needs to be done?

What are you communicating?

What tools work best?

Thank You! For more information on measurement, read my blog: http://kdpaine.blogs.com or give me your card and we’ll send you The Measurement Standard, www.themeasurementstandard.com To start developing your own dashboard or for a copy of this presentation go to: http://www.measuresofsuccess.com Or call me at 1-603-868-1550

For more information on measurement, read my blog: http://kdpaine.blogs.com or give me your card and we’ll send you The Measurement Standard, www.themeasurementstandard.com

To start developing your own dashboard or for a copy of this presentation go to: http://www.measuresofsuccess.com

Or call me at 1-603-868-1550

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